platform

link 28.11.2012 10:58

Subject: platform gen.

Marketing / platform.
Marketing is one of the key drivers of
the industry (see Section 2). We believe that the player
‘half-life’ will be one of the key drivers of the marketing cost
ratio over time. If customers are loyal to a game/site for a long
period, this means that the bulk of new players contribute to an
increase in the operator’s revenue. If customers are disloyal,
and churn off quickly, then new players are needed just to
maintain the current level of revenue. Other things equal, a
longer half-life will translate into a lower marketing ratio.

Что подразумевается под словом platform в этом заголовке?Основа? Но почему через косую черту? ведь обычно это указание вариантов...
Спасибо!

techy1 ✉

link 28.11.2012 11:22

а немного пошире посмотреть? (или повыше уровнем подняться) - как называется и о чем раздел выше?

а дробь "/" может означать и арифметическое деление ;)

naiva ✉

link 28.11.2012 11:38

We estimate there are five key components in the value
chain for social gambling. We break these out below, and in
our scenario analysis, we estimate a split of how the economics
of the industry could develop between each part of the value
chain, depending on the axes of uncertainty.
1. Duty. The duty rate will be a function of the extent to which
the industry is regulated. For online gambling, the duty rate for
regulated countries varies between 11% of revenues in
Belgium up to 25% in Spain (and even higher equivalent duty
rates in France and Germany). For simplicity, we assume an
average duty rate of 20% for our regulated scenarios, broadly
in line with the average rate for the online gambling industry.
2. Marketing / platform. Marketing is one of the key drivers of
the industry (see Section 2). We believe that the player
‘half-life’ will be one of the key drivers of the marketing cost
ratio over time. If customers are loyal to a game/site for a long
period, this means that the bulk of new players contribute to an
increase in the operator’s revenue. If customers are disloyal,
and churn off quickly, then new players are needed just to
maintain the current level of revenue. Other things equal, a
longer half-life will translate into a lower marketing ratio.
3. Content creation. The strength of content is the key driver
of monetization of the player. Unique and high-quality content
should drive a higher monetization rate and also higher overall
ARPU. The more fragmented the supply chain (i.e. the less
loyal customers are to a particular brand/platform) the greater
the value that content takes on.
4. Brands / player management / CRM. The lifetime value of
the player is a function of the ARPU and also the life cycle of
the player. The critical factors in the life cycle of the player
include CRM (player support, conflict resolution, bonuses),
loyalty and reward schemes, the usability/durability of the site
and other factors.
5. Payment processing. Payment processing for gambling
products is more complicated than for other products, as it can
involve relatively frequent deposits and withdrawals.

naiva ✉

link 28.11.2012 11:39

Это смысловой кусок. Первое предложение - подзаголовок.

Liquid_Sun ✉

link 28.11.2012 11:44

Платформа.

naiva ✉

link 28.11.2012 11:46

спасибо! опять ищу то, чего нет, видимо...

ya ✉

link 28.11.2012 11:47

Платформа